Some suggestions for Pharma 3.0:My experience

Murat TanorenCauCAR (Caucasus & Central Asia Region) Marketing Lead, Pfizer Turkey

London, Jan 27th 2011

@bencewom

http://www.linkedin.com/in/tanoren

The statements or opinions expressed in this presentation are my own and do not necessarily represent those of Pfizer.

TODAY TOMORROW HOW?

Q: Is the pharma industry late?

NO

YES

It depends...

Pharma 1.5

Some brands don’t entirely get it.

They don’t allow users to comment on their content.

They don’t allow users to share their content.

They don’t allow users to “like” their content.

Many of these brands are in the OTC pharmaceutical industry.

They are afraid.

They’re on Facebook, but . . .

Stacy Lukasavitz, 2010. http://j.mp/fg6MBp

http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

S

http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

1. Do you hold everyone accountable?

• “Social media isn't a box to be ticked or a department to be manned or even a campaign to be launched... You know that social-media department you just built? Go and dismantle it right now, because this stuff is too important to be left to the experts.”1

• “While I'm not suggesting that all companies give the social-media team its own organizational function, it's clear that brand leaders haven't fully examined structural changes that need to be made.”2

• “I see the Social Media Administrator not as someone who develops content and participates in discussions on social media (although they could certainly have a business related personal blog or twitter stream). This is not the senior leadership role for social media in an organization but rather the coordination point for company activities.”3

1. Bloom, J. (2009) “Dedicated Social-Media Silos? That's the Last Thing We Need”, Advertising Age, http://j.mp/3V48L, accessed Sep 13, 2009.

2. Perry, C. (2009) “Why Social Media Isn't Living Up to the Hype (Yet)”, Advertising Age, http://j.mp/xSfFg, accessed Sep 13, 2009.

3. Scott, D. M. (2009) “Is it time for companies to hire a Social Media Administrator?”, http://j.mp/z7OKh, accessed Sep 13, 2009.

A New Breed: Digital Savvy + Coordinator

• 3 capabilities that distinguish them from classic brand managers:

– Integrative thinking: Social tech + brand comm

– Lean collaboration skills: Start with few resources , “They must therefore rely on persuasiveness and charm to beg, borrow, or otherwise co-opt people from across the organization and get them to work together on initiatives”

– High speed: Sometimes daily cycles to scan & react

Spenner, P. (2010) Why You Need a New- Media “Ringmaster”, Harvard Business ReviewImage: http://www.phishposterarchive.com/pollock-posters.htm

2. Have you thought strategically (ie. big) and made sure that you will NOT fail?

Pfizer TR Social Media Strategy

Get to know

social media

Build a

community

Monitor

discussions

about us

• Complete infrastructural

preparation for social

media

• Prepare corporate

guidelines

Phase I Phase IIPhase I

• Monitoring

• Internal communication

• Measurement &

reporting

• Identify right channels

in social media

• Start the execution of

programs

Apr - Jun Apr - … June- ……

3. Did you prepare the presentation that will secure the funding to start?

Allocate funding early on

4. Do you have a corporate policy?

5. Is your front-line executive present in Facebook & Twitter?

6. Did you assume …?

All Age Groups Are Using Social Media

Participation has grown across all

age segments

18-24 segment is leading in participation

– ~90% participate in some way

– ~75% join social networks

55+ segment engagement is increasing

across all types of participation (e.g.,

creators, critics, spectators)

Marketing to 45+ now viable

through social media due to their

increasing participation

Only 28% of online adults 45-54 say they

don’t use social media

Only 38% of online adults 55+ say they

don’t use social media

Source: IMC2 Adaptation of 2008 Forrester Research

7. Did you ensure that all patients are targeted?

Level of Social Media Activity Depends on Condition

*Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chat

rooms, health social networks and health communities, patient testimonials; Only for conditions where n>60

Rank Condition Health 2.0*

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

ADD/ADHD

Acne

Influenza/Flu

Eye Infections

Insomnia/Sleep Disorder

Psoriasis

Irritable Bowel Syndrome

Fibromyalgia

Eczema

Migraine

Generalized Anxiety

Ear infections

Anxiety/Social Phobia

Chronic Bronchitis

Acute Pain

Allergies

Asthma

Depression

Gout

Shingles

59%

53%

50%

46%

46%

46%

45%

45%

45%

44%

44%

43%

43%

42%

41%

40%

39%

39%

37%

37%

Rank Condition Health 2.0*

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

Acid Reflux

Chronic Pain

Restless Leg Syndrome

Arrhythmia

Pneumonia

High Triglycerides

Overactive Bladder

Cancer

Enlarged Prostate

Osteoporosis

High Cholesterol

Any Arthritis

Hypertension

Diabetes

Heart Disease

37%

36%

35%

33%

33%

32%

31%

30%

29%

29%

26%

26%

25%

25%

18%

Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

Of Those Online, Caregivers Tend To Be More Active in Social Media

Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

8. Are you confident that HCP’s will still prefer personal interaction?

HCP Use of Online/Social Media Has Grown

1 Manhattan Research, Taking the PulseTM v9.0, 2009. 2 Manhattan Research, Taking the PulseTM v8.0, 2008. 3 Manhattan Research ePharma Physician® v9.0

(All statistics drawn from press releases, published white papers and other publicly available sources). Accessed at www.manhattanresearch.com

9. “Are you focused on being a partner of choice for nontraditional players?”

http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

What is Keas?

• Web platform as a service for patient engagement and care management

-- Help patients store, manage and understand their health data

-- Empower patients to take charge of their health through personalized care plans

-- Monitor and report on patient activities, progress, and outcomes

-- Connect patients with others like them for ongoing support

Keas Partners

Strategic Alliance: Nationwide rollout at Patient Service Centers,

Kayak as preferred consumer portal, “understand your labs”.

Nationwide rollout at MinuteClinic locations. CarePlans for five

acute conditions treated at Clinic.

Health campaigns made available for consumers via Care Plans

for chronic conditions.

Care Plans for Type 1 and Type 2 diabetes patients, compendium

to online resources and books.

Care Plans for Pediatric care, compendium to online resources

and books.

Integrated partner, enabling electronic data flow

Integrated partner, enabling electronic data flow

Care Plan to monitor exercise, steps per day

10. Have you focused all your efforts on the Internet?

“…medical apps are now the

third-fastest-growingcategory on the App Store.”

http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

Ignore m-health at your own peril

UK digital coach for pharma appointed

• In a government-backed initiative aimed at encouraging

business to do more online, Karen Winterhalter, former EMEA

managing director of healthcare at Burson Marsteller, is to

coach UK pharmaceutical companies in digital

communications.

• …Winterhalter will work with pharmaceutical companies to

– help individuals or brand teams understand the true value of

social media,

– develop their online presence and

– overcome some of the mindset issues that are preventing them

adapting and communicating effectively online with stakeholders.

http://j.mp/fzZnoA

Published: 06/01/2011

Some suggestions for Pharma 3.0:My experience

Murat Tanoren

CauCAR (Caucasus & Central Asia Region) Marketing Lead, Pfizer Turkey

London, Jan 27th 2011

@bencewom

http://www.linkedin.com/in/tanoren